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Market Programs Packet Market Programs Committee Meeting Agenda DUE TO THE EXTRAORDINARY PUBLIC HEALTH CIRCUMSTANCES RELATED TO THE ONGOING COVID- 19 (CORONAVIRUS) OUTBREAK, PARTICIPATION IN THIS MEETING WILL BE VIRTUAL OR TELEPHONIC. ALL PDA COUNCILMEMBERS WILL PARTICIPATE REMOTELY. Date: Tuesday, December 8, 2020 Time: 4:00 p.m. – 6:00 p.m. Location: Join Zoom https://us02web.zoom.us/j/82468023404?pwd=ZEVURDZkREVoUlpGcXpXUDNVNGhhdz09 OR Dial 253-215- 8782, Meeting ID: 824 6802 3404, Passcode: 828923 Committee Members: Patrice Barrentine (Chair), Paul Neal (Vice-Chair), David Ghoddousi, Colleen Bowman, Mark Brady, Gordie McIntyre 4:00pm I. Administrative Chair A. Approval of Agenda B. Approval of the Market Programs Committee Meeting Minutes for November 3, 2020 4:05pm II. Announcements and/or Community Comments Chair 4:15pm III. Programs and Marketing Report Amy Wallsmith, Madison Bristol, Tanya Sinkovits 4:50pm IV. Reports and Discussion Items A. Market to MOHAI Update Karin Moughamer B. Fall and Holiday Programming Amy Wallsmith 5:45pm V. Public Comment Chair 5:50pm VI. Concerns of Committee Members Chair 6:00pm VII. Adjournment Chair Pike Place Market Preservation & Development Authority (PDA) · [email protected] · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101 Page 1 Page 2 Market Programs Committee z Meeting Minutes DUE TO THE EXTRAORDINARY PUBLIC HEALTH CIRCUMSTANCES RELATED TO THE ONGOING COVID-19 (CORONAVIRUS) OUTBREAK, PARTICIPATION IN THIS MEETING WILL BE VIRTUAL OR TELEPHONIC. ALL PDA COUNCILMEMBERS WILL PARTICIPATE REMOTELY. Tuesday, November 3, 2020 4:00 p.m. to 6:00 p.m. Location: https://us02web.zoom.us/j/89598090263?pwd=KzZaWXZnRTJqSWVTa0lhckZUWUhzZz09 OR dial +1 253 215 8782, Meeting ID: 895 9809 0263, password: 956553 Committee Members Present: Patrice Barrentine, Paul Neal, Mark Brady, Gordie McIntyre, David Ghoddousi, Colleen Bowman Other Council Members Present: Staff/ Consultants Present: Mary Bacarella, Amy Wallsmith, Karin Moughamer, Madison Bristol, Tanya Sinkovits, Carter Grant, Sarah Leaptrot Others Present: The meeting was called to order at 4:00 pm by Patrice Barrentine, chair. I. Administration A. Approval of the Agenda The agenda was approved by acclamation. B. Approval of the Market Programs Committee October 13, 2020 Minutes The October 13, 2020 meeting minutes were approved by acclamation. II. Announcements and Community Comments None. III. Programs and Marketing Report Madison Bristol began by reviewing PR coverage in October. There was a piece by KIRO 7 about the holidays and they also re-shared the ghost stories live event. Seattle Met featured a story about 10 places to purchase masks at the Market and Seattle Refined featured Maximilien’s outdoor igloos. Amy Wallsmith added the Seattle Refined piece was a result of seeing a post about the igloos on the Market’s social media. Madison Bristol provided a community outreach update. Open rate for the residential newsletter increased in October from 26.4% to 31.8% and she’s always looking for ways to add more people to the list. She has received additional responses to the concierge survey which show that 50% would Pike Place Market Preservation & Development Authority (PDA) · [email protected] · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101 Page 3 like to receive handouts. The holiday gift guide handout will be delivered to 34 residential buildings. A table showing topics of interest to residential concierges was reviewed. David Ghoddousi commented that it was nice to see on the topics of interest chart that groceries and farm stands scored high. Tanya Sinkovits reviewed website stats for October. There was 120,070 page views with the top pages viewed being Directions/Parking, Dine-In/Takeout Blog, and Plan Your Visit. Two blogs were created in October – Cozy Up with Pike Place Market for a Unique 2020 Thanksgiving and Live Reading: Learn About the Ghost Stories at Pike Place Market. Tanya continued by reviewing social media highlights for October, which includes #GivingTuesday. A calendar of the social media posts was shared. Tanya shared snapshots of Instagram and Facebook posts from October and noted the posts by MoPop to support their campaign to have John Oliver tour an art exhibit in Seattle, which also features an opportunity to support Pike Market Food Bank. Tanya next reviewed email marketing for October. October open rate is currently at 23% with 224 clicks, but those numbers go up as people continue to open and read. The October newsletter featured stories on shopping for Thanksgiving and the live reading of the Market Ghost Stories. People can subscribe to the newsletters by visiting the Pike Place Market website and scrolling to the bottom where it says “Subscribe.” Tanya Sinkovits reviewed the Refract programming which included videos of Market glass artists. Four videos received nearly 68,000 views with 1,267 likes, comments and shares. These videos are also on the Market’s YouTube account. Madison Bristol provided information on the recent small business webinar that featured Twyla Dill and provided information on how to use Facebook Live to sell artwork. 30 people registered while 20 attended (8 commercial and 12 craft). 12 people responded to a survey in which 100% found the webinar helpful and nearly 67% said after taking the webinar they would feel comfortable hosting their own Facebook Live. Tanya Sinkovits next discussed the ghost stories program. On October 23 and October 30th Mercedes Yaeger shared Market ghost stories from her book. The October 23 program had 185 live viewers, 6,859 Instagram TV views and 364 likes, comments, shared & saves. The October 30th program had 87 viewers but the post after has about 10,000 views. Tanya shared a few of the comments. Patrice Barrentine commented that the programming is a good way to interact with the Market when they people can’t be there in person. Colleen Bowman thanked all the glass artists and Mercedes for their participation in the programming. Amy Wallsmith reviewed advertising for July – September. Overall there have been 14.3 million impressions. Top of funnel has 11.3 million impressions through Hulu, audience targeting, YouTube, KING, KOMO, ROOT Sports, KNKX and KUOW. Middle of funnel has almost 3 million impressions through video content and static & carousel ads on Facebook and Instagram as well as banner ads for audience targeting. People are seeing things in multiple locations and KPI’s are where she expects Page 4 them to be. With bottom of funnel advertising the click thru rate is 12.82%, which is well above the average of 1%. Impressions for bottom of funnel is 97,505. Amy shared the advertising calendar for November and December. She’s adding seasonal advertising and she’s working to add WARM 106.9, Seattle Times, The Stranger and enhanced package with KING 5 in addition to what is already being used. Paul Neal asked if the plan with WARM 106.9 will be the same as last year. Amy Wallsmith responded no as they don’t have the capacity to partner in the same way but she is exploring ways to have programming on air and use the DJ’s to talk about shopping at the Market. She will share more when it’s finalized. Amy Wallsmith continued by discussing parking promotions. The Market Foundation added a line on their November mailer about parking and in addition there is a partnership with Seattle Historic Waterfront Association to get reimbursed for 3 hour parking vouchers. Paul Neal asked what the plans are for working with the Foundation in December regarding promotions. Amy Wallsmith responded she is working with their team on #GivingTuesday and there will be a virtual giving tree. The Foundation is doing a Market Place online shopping website and that will be featured in the Gift Guide. Paul Neal responded that everything he heard is how the PDA is supporting the Foundation and asked what the Foundation is doing to help support the Market. Mary Bacarella responded they are doing the newsletter as well as posts on social media. For shopping the Market Place website will highlight a number of Market tenants and artists. Amy Wallsmith reviewed the direct mail/post card campaign, which includes outreach to 28,740 households living directly around the Market. It includes 4 postcards that can be detached. Amy Wallsmith shared the copy and creative for the direct mailer. Some of the copy is still being worked on. Mary and Amy read the copy on the postcards. The main postcard reads: ‘Twas the middle of autumn and all were still home But the people were stirring! They wanted to roam! Come down to the Market! we said with a cheer, We’ve got just the thing to brighten your year! We’ve got biscuits and doughnuts and bottles of wine, Restaurants a-plenty at which you can dine. Need gifts for your loved ones? We’ve got some of those. We’ve got hats for your heads and socks for your toes. Comics and candles and gadgets for cooks, Jellies and spices and shelves full of books There are fish that are flying and pigs that are giant Page 5 Yogurt so good, you’ll just have to try it! So grab a few friends while the days still have light, And come down to the Market, we’ll treat you just right. Happy FALLidays! Love, Your Market Amy Wallsmith read the copy for the postcard featuring Honest Biscuits. This sandwich! They cried, It’s a dream that’s come true Stuffed with bacon and cheese That’s dripped on my shoe. Drippy deliciousness courtesy of Honest Biscuit, one of the Market’s crave worthy coffee and dining destinations. Paul Neal asked if the postcards come with instructions on what to do.
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